About Alternative Apparel

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Alternative has been challenging the concepts of fashion since 1995, when Founder and Chief Creative Officer Grey Alterman set out to create the perfect t-shirt-one designed for fashion, made for comfort, and tailored for a flawless fit. Today, Alternative has elevated the tee from casual basic to fashion-forward staple, simultaneously broadening its horizons to offer a complete collection of ready-to-wear clothing and accessories, including an eco-friendly line of sustainable apparel, Alternative Earth.

As a lifestyle apparel brand at teh forefront of the fashion industry, Alternative exists to inspire authenticity and comfort-both inside and out. Our mission is about more then just designing clothes that look and feel great: we want our unique community of wearers and supporters to feel comfortable in their own skin, ladying the groundwork to inspire others and make a differene with how you live-and wihat you wear.

Alternative creates apparel and accessories for men, women, babies and toddlers across the United States and abroad, including Canada, Italy, Germany, Australia, Japan, and the United Kingdom. The company is headquartered in Atlanta with showrooms in Los Angeles and New York.

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Solis x Alternative Apparel | THINK EARTH Launch Party
Our THINK EARTH Launch Party in LA was an amazing event! The turnout was incredible, with a guest list including Hollywood eco-minded talents like Reid Scott, Ali Hillis, Michelle Lombardo, and artist Brian Wills, among many more. The icing on the organic cake? We somehow managed to get them on tape impersonating their favorite animal. What better homage to the earth than flapping your arms and cawing?

Oh, wait, there is something better: taking actions large and small to benefit the planet and the people and animals who live on it. That's what THINK EARTH is all about!

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